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Digital Channel Analysis:
A 2011 Holiday Season Recap
Yesmail Strategic Services
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Kristin Kleweno Sr. Strategist Interactive Direct Response Channels
Directly involved with helping clients with Engagement Strategies. Always on the
look out for innovative and profitable ways for marketers to engage with their email
subscribers and social followers.
Jason Warnock VP Market Intelligence and Measurement
Leads the Yesmail Deliverability Organization and Yesmail Marketing Intelligence.
Digital Channel Analysis: A 2011 Holiday Season Recap
Ask questions! Use GotoMeeting interface
or use
twitter hashtag #yesmail
Yesmail Blog | Email Marketing Lounge http://www.emailmarketing.com
Your Presenters
3
Agenda
• 2011 Holiday Season Industry Recap
• Analysis Approach
• Findings & Insights of Overall Holiday Email and Social Marketing Trends
• Marketing Themes of Key Holiday Spending Periods – Snapshot #1 - Holiday Kickoff Nov 1 - Nov 17
– Snapshot #2 - Black Friday/Cyber Monday Nov 18 - Dec 2
– Snapshot #3 - Last Minute & Free Shipping Day Dec 3 – Dec 20
– Holiday Wrap-up - 2011 Holiday Wrap-up Nov 1 – Jan 6
• Predictions for 2012 Holiday Season
Digital Channel Analysis: A 2011 Holiday Season Recap
4
2011 Holiday Season exceeded expectations with a 15% ecommerce growth rate – Retail e-commerce spending for the entire Nov – Dec 2011 holiday season reached $37.2 billion, marking a
15-percent increase versus last year and an all-time record for the season. Ten individual shopping days this
season surpassed $1 billion in spending.
2011 Holiday Recap – eCommerce Growth
Sources: comScore (NASDAQ : SCOR), a leader in measuring the digital world, Jan 4 Press Release
5
2011 Holiday Recap – eCommerce Growth
Black Friday and Cyber
Monday make history!
Cyber Monday reached $1.25
billion in online spending this
year, rising 22% from 2010 and
representing the heaviest
online spending day in
history, and just the second
day on record to surpass the
billion-dollar threshold (November
2011 research from comScore)
6
2011 Holiday Recap – eCommerce Growth
Holiday Sales Growth in 2011 | Factors
• Definitely More Online buyers!
• 28% of consumers reported shopping online compared to 21% last year
• But are they buying more or just shifting to online from retail stores…
• Average online spending per buyer rose 9% ($114 to $125) - comScore
• NPD Group states consumers spent $187.83 on average, compared to last year’s $276.71.
They attribute this solely to increase in number of online buyers
Key Industry Mobile Stats
Traffic: The number of consumers who
used a mobile device to visit a
retailer's site is 12.43 percent
Shopping: The number of consumers who
used their mobile device to make a
purchase is at 7.37 percent.
Mobile Devices: iPhone continues to lead
all mobile device traffic at 6.58
percent, followed by Android at 5.2
percent and iPad at 4.71 percent
Key Industry Social Stats
While not heavy in driving direct
revenue. Influencing purchase and
brand engagement is high
Facebook led the pack, accounting for
86% of all social media traffic
Sources: IBM Smarter Commerce
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This Holiday Season Marketers put their efforts in…
2011 Holiday Recap – Digital Marketing Efforts
Investing in lifecycle &
behavioral-based
Campaigns
Starting Earlier and
Increasing Frequency
Integrating Multiple
Channels
Giving customers
what they want
Aggressive and a large
variety of offers
Free shipping
Value --- Gift Guides,
personalized product
recommendations &
deals
Easy access to product
information/reviews
Optimized sign-up
welcome and
activation campaigns
Retargeted browsers
and basket
abandoners
Behavioral targeted
Increased frequency
(if possible)
Multi-message
“countdown” type
campaigns
Rallied around critical
buying dates (Cyber
Monday, Last
Shipping Day, etc.)
In-store – emailing receipts;
sign-up for mobile or email
(promos, info, alerts)
Website – optimizing sign-up
Email / mobile alerts – eg.
when their order is ready for
in-store pickup
Social – special offers, causes,
retarget social users with email
Mobile & Touch Pad trends –
mobile friendly format &
content
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The Holiday 2011 Recap - Word Cloud
Key Word Counts within Top 100 Retailers email subject lines (Nov 1 – Jan 4)
And in case you ANY doubt what the key email promotion was in 2011…
Size of word represents
frequency of use in subject
lines (powered by wordle.net)
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Analysis Approach
Top Retailers Digital Marketing Efforts
during the 2011 Holiday Season
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• 100 Retailers Randomly selected from the Top 500 in the Internet Retailer
Top 500 list (internetretailer.com/top500)
Analysis Approach: Tracked the Top Retailers
The Top 500 by internetretailer.com ranks business-to-consumer retailers in the U.S. and Canada, based
on online sales, including retail chains, catalogers, web-only merchants, brand manufacturers and digital
content sellers.
Sample of Retailers
Tracking and Analyzing key industry trends and multi-channel efforts up to and
through the 2011 Holiday Season
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Reporting on Top 100 Retailer Efforts over Four Key Holiday Spending Periods
Analysis Approach: Tracked over Key Holiday
Spending Periods
New Years
(Sun, Jan 1st)
Christmas
(Sun, Dec 25th)
Cyber
Monday
(Nov 28th)
Black
Friday
(Nov 25th)
Thanksgiving
Day
(Nov 24th)
Green
Monday
(Dec 12th)
Free
Shipping Day
(Dec 16th)
Prep time! What
marketers are
doing to prep for
the upcoming
holidays
Post Holiday
Fallout
(Jan 16th)
#1
Holiday Kickoff (Nov 1 – Nov 17)
#2
Black Fri / Cyber Mon (Nov 18 – Dec 2)
#3
Green Monday /
Free Shipping Day (Dec 3 – Dec 20)
#4
2011 Holiday
Wrap-up (Dec 21 – Jan 6)
Escalating
marketing efforts
to support in store
& online sales
Last minute
marketing efforts
to support in store
& online sales
Final push and
fall-out on
Holiday marketing
activity
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So, here’s what we tracked….
Analysis Approach: Tracked Multi-Channel Efforts
Email Social
How marketers
applied the email
channel
___________________
Campaign Volume
Most Frequent Days
Email Campaign
Strategies & Promos
Key Findings
Multi-
Channel
How marketers
leveraged Facebook,
Twitter and YouTube
___________________
Facebook fan base,
growth and volume
of postings and
engagement
Twitter followers,
growth and volume
of tweets/retweeks
Youtube Subscriber
base, Postings/Views
Key Findings
How marketers
integrated and
used email and
social channels
___________________
% using email and
social
On average per
week/day:
- emails
- tweets
- facebook postings
Example Integrated
Campaigns
Key Findings
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Analysis Approach: Research Tool YMMI
Yesmail Market Intelligence (YMMI) combines social, mobile, and email monitoring to
power market, competitive, and digital content intelligence from a centralized, easy to use
console
• Detailed analytics by marketer, by campaign, by vertical, and by channel
• Searchable and rapidly growing database of over 1,000,000 campaigns
• Insights and analytics across entire marketing verticals and digital distribution channels
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Analysis Approach: YMMI - Key Features & Capabilities
• Marketer Profiles:
– Creative Gallery: Browse, view, track, and export creative content
– Marketing Calendar: Browse and access digital campaign deployments
– Reporting / Analytics: Multiple reports including deployment and engagement analytics
– Campaign Feed: Access and review recent channel deployments
• Marketer Tools:
– Build a Library of marketing campaigns across channel
– Setup marketer keyword alerts
– Compare marketers and review engagement and digital channel ranks
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Findings & Insights of Overall
Holiday Email and Social
Marketing Trends
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Holiday 2011 – Channel Usage
Almost All 100 Retailers were set up for all 4 channels but leveraged at
different levels throughout the 2001 Holiday Season
email 96% had at least 1 marketing email
deployment*
facebook 97% had at least 1 facebook post
94% had at least 1 tweet
YouTube Channel 66% had at least 1 Youtube posting
Insights:
While we expected these percentages to be super high for top retailers, the data shows that almost ALL of the top 100
retailers were actively leveraging facebook, twitter, email and Youtube to market during the Holiday spending season.
*Note: campaigns tracked are those to an opt-in subscriber who is active in email (open, click); does not
include any transactional, lifecycle or behavioral messaging
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0
100
200
300
400
500
600
700
800
900
1000
Email Facebook Twitter Youtube All
Holiday 2011 – Marketing Noise Trend
TOTAL Deployments sent/posted by day by channel (across all 100 retailers)
Insights:
Timeframe Nov 1 to Jan 6 | Keep in mind this holiday timeframe experiences much more marketing deployments than the rest of the year.
Heavier Marketing Around Key Dates | Increase in marketing activity around Black Friday and Cyber Monday, with efforts ramping back up
mid-December. Marketing matches key buying periods and associated gain in revenue.
Dips continually occur Saturday & Sunday | Mostly skewed by social deployments and opportunity for targeted social campaigns over
weekends
Rank of channels based on deployments: (1) Twitter, (2) Facebook, (3) Email, (4) Youtube
Black
Friday
Cyber
Monday Green Monday &
Free Shipping Day
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0.00
1.00
2.00
3.00
4.00
5.00
6.00
Email Facebook Twitter Youtube
Holiday 2011- Averages by Company AVERAGE Deployment sent/posted by day by channel
Insights:
This charts shows average number of campaigns sent per company per channel.
On average, for every one email message deployed, there were 2.7 facebook posts & 6.5 twitter tweets/retweets
On average retailers sent 1 email on Cyber Monday (max sent was 3)
Black
Friday
Cyber
Monday Green Monday &
Free Shipping Day
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3.04.0 4.1
3.4
9.610.6 10.2
8.6
21.7
28.6
23.8
20.5
4.23.5 3.2 3.0
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
Nov 1 - Nov 17 Nov 18 - Dec 2 Dec 3 - Dec 20 Dec 21 - Jan 6
Email Facebook Twitter Youtube
Holiday 2011 – Averages by Channel
AVERAGE deployments per week by channel
*Note: campaigns tracked are those to an opt-in subscriber who is active in email (open, click); does not
include transactional, lifecycle or behavioral messaging
Email deployment remains relatively steady with a average high of a little over 4 per week during key spending periods #1
and #2. Facebook follows suite with a slight increase of over 10 posts per week. Twitter has the most range with a
significant spike during Black Friday / Cyber Monday period.
#1
Holiday Kickoff
#2
Black Friday /
Cyber Monday
#3
Green Monday /
Free Shipping Day
#4
2011 Holiday
Wrap-up
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Holiday 2011 – Preferred Days of the Week for Top 100
Favorite Deployment Day of the Week by Channel
Insights:
Saturday and Sunday lowest deployment days for ALL channels (opportunity for more weekend campaigns)
Facebook and Twitter peak on Friday, while email had slightly more action on Monday and Youtube on Tuesday
Social deployments are in line with the marketers work week days; thus the steady stream Monday through Friday and significant drop on
weekends. Also consider the belief that more consumers are on the internet during the week than the weekend.
Mondays and Fridays received slight bump due to heavy volume on Black Friday & Cyber Monday
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
Email Facebook Twitter Youtube
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Holiday 2011 – Social Fan Bases of the Top 100
Fan/Audience Base Average Size & Growth over Holiday Season (Nov 1 – Jan 6)
Insights: - Social channels still relatively young and on-going growth is expected
- Relative to facebook, twitter and YouTube have significantly smaller bases
- Wild ranges in growth across the retailers but even the big ones (like Target) are still growing and putting marketing
efforts behind the growth
Average Fan Base = 1,534,572 Growth Rate from Nov 1 = 7%
Average Follower Base = 81,519 Growth Rate from Nov 1 = 9%
Average Subscriber Base = 6,632 Growth Rate from Nov 1 = 13%
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Holiday 2011 – Social Stats of the Top 100
Facebook – Size, Growth Rate, Posts over Holiday Period
Size & Growth Rate
Average facebook fan base for Top 100 Retailers is 1.53M
More than half grew their fan bases by 7% or more over the holiday period
HUGE range in fan count for Top 100 Retailers: Disney highest at 30.2M; US
Auto Parts lowest at 361
Largest growth rate was Wayfair at 524% (from 4k - 23k), next was
Nutrisystem at 127% growth
Biggest as of Jan 4
… and who grew the most
Nov 1 to Jan 4 (net growth)
Holiday Fast Facts & Insights
Who’s posted the most
Posts
Average # of posts per week for Top 100 Retailers = 9.76 per week
Deployment relatively steady throughout Holiday Period with slight increase
in deployments around Cyber Monday
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Top Comments Walgreens 12-13 Let's see who can get the last comment on
this status update. We just might surprise you with
something...hint hint...
Lowe's 12-10 It appears that we managed to step into a hotly
contested debate with strong views – social, political and
otherwise – and we’ve managed to make some people very
unhappy. We are sincerely sorry…..
Disney 12-28 Finish the lyric: When you ____ upon a star,
makes no difference who you are.
Walmart 12-20 Fill in the blank: Dear Santa. I've been extra
good this year. Can you please put _____under the tree?
Target 11-02 The best thing about fall is__________.
Top Likes Disney 11-02 “This is my family. I found it, all on
my own.” - Stitch
Macys 12-03 "Like" this if you believe in Santa!
Disney 01-06 Be Happy.
Disney 12-24 Wishing you a heartwarming holiday
season.
Walmart 11-05 It’s National Peanut Butter
Lover’s Month. Like this if you love Peanut
Butter.
Holiday Fast Facts & Insights
Holiday 2011 – Social Fan Bases of the Top 100
Facebook Posts - Who is gets the most “likes” and comments?
“Likes” Average Number of Likes per Campaign = 516
Most Likes for a specific campaign was Disney
with 69,182
“Comments” Average Number of Comments per Campaign = 83
Most Comments for a specific Campaign was Walgreens
with 33,790
24
Holiday 2011 – Social Fan Bases of the Top 100
Twitter Follower Bases – Size and Growth Rate
Size and Growth Rate
Average Twitter Followers Base for Top 100 Retailers is 82k
More than half of the Top 100 Retailers grew their Twitter Follower bases by
7% or more
Huge range in Twitter Followers: Dell highest at 1.6M; Avon lowest at 183
Largest growth rate in Twitter Subscriber base was Abercrombie & Fitch at
72% (from 65k - 112k), Next was Yoyo.com at 67% growth, 3rd highest was
Target at 50% growth
On top of growing the most, Target also had the 3rd highest growth RATE
for the period
Holiday Fast Facts & Insights
Tweets
Average # of tweets per week for Top 100 Retailers = 20.05 per week
Deployment relatively steady throughout Holiday Period with heavy
increase in deployments around Cyber Monday
Biggest as of Jan 4
… and who grew the most
Nov 1 to Jan 4 (net growth)
Who’s posting the most
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Holiday 2011 – Social Fan Bases of the Top 100
Twitter – Who got the most “retweets”
Holiday Fast Facts & Insights
Retweets: Average Number of retweets per campaign = 5
Sample Companies who
consistently generated over 100
retweets per campaign
Sample Top Tweets that were “retweeted”
Abercrombie & Fitch 12-10 RT if you're hitting all the Christmas
parties wearing something from A&F! #WhatAreYouWearing?
Amazon 11-01 Deal of the Day: $28.99 - Arrested Development: The
Complete Series (Seasons 1-3)
CVS 11-04 Throughout the day we’ll be tweeting flu facts & tips to
help you stay healthy. RT & use #YouvsFlu for a chance to win a $25
#CVS gift card
Target 12-09 Need a new sweater or baking supplies? Here’s
some holiday cheer: Spend $50 and get a $10 Target GiftCard.
Recreational Equipment Inc 11-08 We are looking for a new
Manager of our Direct Marketing Programs! Direct Mail, Email, &
SMS - Retweet this!
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Holiday 2011 – Social Stats of the Top 100
YouTube – Size, Growth Rate, Posts over Holiday Period
66% of the 100 analyzed had posted videos during the holiday season
Size and Growth Rate
Average YouTube subscriber base for Top 100 Retailers is 6,632
More than half grew their fan bases by 7% or more over the holiday period
Apple grew 32% over the period. Highest for the larger YouTube subscriber
base retailers
Holiday Fast Facts & Insights
Biggest base as of Jan 4
… and who grew the most
Nov 1 to Jan 4 (net growth)
Who’s posting the most
Video Postings
HSN clearly outposts all others (10x) due to posts of TV product segments
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Top Views
Apple 12-18 (2,737,664) Siri can help anyone get through a busy
day... Or night.
Foot Locker 11-18 (1,082,988) Dwight Howard, Eric Gordon, Jrue
Holiday and Big Sean help prove the difference between nothing
and everything is 9.8 ounces. Because the difference is the
adiZero Crazy Light, the lightest ever.
Foot Locker 11-24 (615,224) Turn your sneaker dreams into
reality with the adidas sneaker factory, launching the Hard Court
Hi II from adidas Originals exclusively at Foot Locker.
Holiday Fast Facts & Insights
Holiday 2011 – Social Fan Bases of the Top 100
YouTube Posts - Who is gets the most views and comments?
Views YouTube Average Number of Views per Campaign = 5,464
Foot Locker had 5 of 10 highest number of views related to a
Post from 11/1 - 1/4
Comments Average Number of Comments per Campaign = 9
Most comments per campaign was Newegg with
7,423 with free TV give-away. Newegg also had 2nd
most commented video….also with a giveaway.
Newegg had 7 of 10 highest number of comments
from 11/1 - 1/4
Top Comments
Newegg (7,423) We are overjoyed -- 50,000
subscribers! To celebrate this momentous occasion
(which, by our calculations, should happen shortly after
this video goes live), we are having our biggest Newegg
TV giveaway ever….
Macys (605) On his way to Macy's Black Friday Sale,
Justin Bieber encounters a bunch of unexpected,
screaming fans. Pick up Justin's Someday Gift Set while
supplies last, and Macy's will donate $2 to The Make-a-
Wish Foundation®, up to $100,000.
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2011 Holiday Overall Findings - Summary
Overall Findings for Holiday 2011 (Nov 1 – Jan 6)
• Overall Marketing volume in line with eCommerce results to drive record breaking
season, particularly on Cyber Monday and Black Friday and ramping back up mid-
December
• Multi-channel at work with Social Postings Highest
• For every one email message deployed, there were 2.7 facebook posts & 6.5 twitter
tweets/retweets
• Email primarily used for promotions
• Social Channels used primarily engagement (with a sprinkle of promotions)
• Lighter Weekends | Overall significant dip in deployment across social channels on
weekends, less significant for email
• Social fans bases Continue to Grow (up to 13%) and Fans are Engaging
29
Holiday 2011 Main Themes
Christmas
(Sun, Dec 25th)
Cyber
Monday
(Nov 28th)
Black
Friday
(Nov 25th)
Thanksgiving
Day
(Nov 24th)
Green
Monday
(Dec 12th)
Free
Shipping Day
(Dec 16th)
Post Holiday
Fallout
(Jan 6th)
Holiday
Kickoff
Black Friday and
Cyber Mon
Green Monday and
Free Shipping Day
2011 Holiday
Wrap-up
List Build Up
Cross Channel Promotions
Free shipping
Gift Guides
Black Friday Sales
Cyber Monday Sales
Limited Time Offers
(Flash Sales)
Countdowns
Last chance to Ship
Pick up at store
eCards
Happy Holidays
End of Year Sales
Pre-Holiday
Season
(Starting Oct 1 )
30
Holiday Snapshot #1
Holiday Kickoff (Nov 1 through Nov 17)
31
Holiday Snapshot #1 – Holiday Kickoff!
Prep time! What
marketers are
doing to prep for
the upcoming
holidays
#1
Holiday Kickoff (Nov 1 – Nov 17)
Holiday Kickoff Key Themes (Nov 1 – Nov 17)
• Starting earlier
• Building up lists
• Free shipping
• Gift Guides Hit hard
• Cross promoting channels (social, mobile email)
• Big ascent beginning | Overall ascent of Holiday marketing efforts on a
slight rise with expectation to increase as holidays begin.
• Key Dates Promoted | Driving to Black Friday Sales during this time
dominates over the drive to Cyber Monday
Key Themes Observed in Marketing Efforts
32
Holiday Snapshot #1 – Starting Early
11/14 Black Friday: Get Early Deals Surprise! It's a Cyber Monday in
September (and a cyber sale all
week).
33
Holiday Snapshot #1 – Cross Channel Promotion
Save 20% when you Like us on Facebook!
Follow our tweets to get the deets.
34
Holiday Snapshot #1 - The Gift Guide Craze
Our Favorite Gifts
What are the Best Gifts for
Everyone on your List? Our Must-Gift Lists...
35
Holiday Snapshot #1 - Free Shipping Kristin Kleweno: Pssst! Free
Shipping on great gifts.
A Gift For You. A Gift For Them.
Introducing Our Holiday Gift
Guide, Save 30% + FREE
Shipping Every Day
36
Holiday Snapshot #1 – Promoting YouTube
Facebook Post Promoting YouTube
37
Holiday Snapshot #1 – Promoting Mobile via Facebook
and Twitter
Facebook: Nov 8th
TARGET: Mobile Coupon.
Save on this season’s
hottest toys at
http://dc2.target.mobi/c?p
=G46X986-BL8FLDC-
172V3 Msg&data rates
may apply1
Twitter: Nov 8th SMS: Nov 8th
38
Holiday Snapshot #2
Black Friday and Cyber Monday (Nov 18 through Dec 2)
39
Holiday Snapshot #2 – Black Friday / Cyber Monday
Findings for Nov 18 – Dec 2
• Retailers taking early and late advantage of Black Friday and Cyber
Monday Buzz
• Drive to Stores AND Online – traditionally focus was more on store traffic
• “Why wait?” was a major message during the early part of the week, with many
retailers offering up “Pre-Black Friday” deals, Thanksgiving Day deals, and releasing
their Black Friday deals early
• “Final hours” and “Last chance” emails. Retailers injected more relevance into
these reminder emails by promoting new deals or products had been added to their
sale
• “But wait... It’s STILL going on!” Extension of Black Friday and Cyber Monday
Sales (It’s Cyber WEEK!”)
• Using multi-message/count-downs to increase frequency
• Free shipping continues to be critical promotion on top of heavy discounts
• Early email / Later Social | Overall favorite deployment time of day is
morning for email and afternoon for social (also true for Black and Cyber
Monday)
#2
Black Fri / Cyber Mon (Nov 18 – Dec 2)
Escalating
marketing efforts
to support in store
& online sales
Key Themes Observed in Marketing Efforts
40
Holiday Snapshot #2 – Black Friday drive to Stores
AND Online 11/27: Plan Your Black Friday Store
Trip & Save on Pre-Black Friday
Specials With Free Shipping 11/27: Friday only: the special one-day Apple shopping event.
41
Holiday Snapshot #2 – Retailers taking early and late
advantage of Black Friday and Cyber Monday Buzz
11/20: Cyber Monday Comes Early: 35% off three brands 11/27: Yay, Cyber Sale & online-only Weekly Ad deals.
42
Holiday Snapshot #2 – Countdowns
11/23: Tick Tock...It's Time to Save $20!
11/29: Ends Today! Cyber Monday Savings! 11/20: Bundle up with 40% OFF
43
Holiday Snapshot #2 - Free Shipping Continues
11/27: Free Shipping & Free Returns: It’s Our Standard, Every Day
44
Holiday Snapshot #2 – And One that Stood Out (it’s not all about selling…)
11/28: Don't buy this jacket
45
Holiday Snapshot #3
December Marketing Efforts &
Free Shipping Day Recap (Dec 3 through Dec 20)
46
Holiday Snapshot #3 - Summary
Findings for Dec 2 – Dec 20
• Retailers continue to offer multi-message multi-channel
campaigns around key shopping needs late into the holiday season
• Last Day to Ship Messages & Banners - offering free or discounted express
shipping
• In Store pick-up - directing subscribers to their stores to shop or for in store pick-
up
• Flash Sales – exclusive short timed sales
• Free Shipping and Free Shipping Day! Continues to be the go-to primary
promotion
• Starting the Gift ecards push for procrastinators
#3
Green Monday /
Free Shipping Day (Dec 3 – Dec 20)
Last minute
marketing efforts
to support in store
& online sales
Key Themes Observed in Marketing Efforts
47
Holiday Snapshot #3 – Final Free Shipping Notices
12/19: Free Shipping* ends tomorrow.
Shop our top-rated gifts.
12/20: Less than 24 hours left for free
shipping* and guaranteed Christmas
delivery.
12/18 Hurry, Last Day for Ground Shipping by December 23
12/18 HURRY! Free Holiday Delivery + 20% off
48
Holiday Snapshot #3 – Final Free Shipping Notices
12/18 Don't forget: 30% OFF every purchase, in stores & online (PLUS, FREE SHIPPING)
49
Holiday Snapshot #3 – Last Chance Messages
12/19: You Choose The Gifts. We'll Get Them There On Time.
12/19 It’s not too late.
50
Holiday Snapshot #3 – Limited Time Sales
12/22 Tonight only: Midnight Sale 12/8 3 days only: The Almost Last Minute Sale is on!
12/7 Preview Your Target 3-Day
Sale Savings.
12/7 WEDNESDAY ONLY: Free
Pearl Earrings with a Pearl
Necklace Purchase
51
Holiday Snapshot #4
Post Holiday (Dec 21 through Jan 6)
52
Holiday Snapshot #4 - Dec 21st through Jan 6th
Key Themes Observed in Marketing Efforts
• Retailers scale back, say “Happy Holidays” and then dive into Year End Sales • eCards
• In Store Pick up
• Happy Holidays Messaging
• Year End Sales
53
Holiday Snapshot #4 – eGift Cards
12/21: A Barneys New York Gift Card
Works Wonders
12/22: Use Rush Shipping to get your order
in time! Plus send an eGift Card instantly 12/24: It's not too late. An eGiftcard
lets you give style in seconds!
54
Holiday Snapshot #4 – In Store Pickup
12/23 You've Still Got Time: Buy Online, Pick Up in Store! 12/22 Still Need Gifts by Christmas? We've Got You Covered.
Learn More…
55
Holiday Snapshot #4 – Happy Holidays Cards
12/25: Happy Holidays (and something
special for you) 12/24: A special thank-you...
56
Holiday Snapshot #4 – Post Holiday Sales
1/5: New Reductions On Sale Styles +
Take An EXTRA 40% Off Everything!
57
What to Watch & Prep for the 2012 Holiday Season
• Continued Growth of eCommerce as a whole and certainly for the
upcoming Holiday Season – Per Forrester - Search, display, email, mobile and social channels will represent 35% of all advertising investment
by 2016 (from 19% in 2011)
• More Channel Integration as Marketers Understand Mobile and Social
ROI and Consumer Behavior – Email will remain strong, become more relevant and integrated with social and mobile efforts
– Buying on mobile devices will continue to rise with growth of tables & smart phones
• Data will drive more relevant communications across all channels
• Holiday 2012 Season will start even earlier… so get planning
Predictions for 2012 Digital Holiday Marketing
58
Questions?
• Please contact us for additional information or a YMMI Demo
– 1-877-yesmail or [email protected]
Thank you, Thank you, Thank you
59
Appendix
60
Top 100 Retailers included in Analysis
The Top 500 ranks business-to-consumer retailers in the U.S. and Canada, based on online sales, including retail chains, catalogers,
web-only merchants, brand manufacturers and digital content sellers.